TL;DR

  • Your headline is 80% of your result. If it doesn't stop someone in 3 seconds, nothing else matters
  • Write for one person, not a market. "You" always outperforms "residents" or "homeowners"
  • Specific beats vague every time: "$79 tune-up" beats "affordable service." "$15,000 listing" beats "great results"
  • One CTA, stated in plain English: "Call 908-555-1234 for a free estimate". Not "Contact us for more information"
  • Bottom line: Good EDDM copy isn't clever. It's clear. The best postcard copy sounds like a neighbor telling you about a deal, not a TV commercial

The Words Matter as Much as the Design

Every EDDM conversation focuses on design: the layout, the images, the colors. And design matters. But the words on your postcard are what actually get people to pick up the phone. A beautifully designed postcard with weak copy generates weak results. A simple design with copy that speaks directly to what someone needs? That generates calls.

Here's how to write postcard copy that works: front side and back side, headline to CTA.

Part 1: The Headline

Your headline is the most important line on your postcard. Recipients will read it while sorting mail, standing at the recycling bin. You have 3 seconds. The headline either earns more attention or it doesn't.

What a Great Headline Does

  1. Immediately addresses a problem the recipient has
  2. Promises a specific, believable outcome
  3. Creates enough curiosity or relevance to flip the card over

The Problem-Outcome Headline Formula

The most reliable headline format for service businesses is: [Problem or situation] → [Specific result]

  • "AC Not Ready for Summer? $79 Tune-Up Gets You There."
  • "Your Branchburg Home Could Be Worth More Than You Think."
  • "First Week of Business: 47 New Customers."
  • "New to the Area? Here's Your Neighborhood Dentist."

The Offer-First Headline

If you have a strong, specific offer, lead with it:

  • "$149 New Patient Dental Special. Exam, X-Rays, Cleaning Included."
  • "First EDDM Mailing? Free Design Review on Every Order."
  • "20% Off Your Entire First Order. Grand Opening Special."
The arm's-length test: Print your headline at full postcard size and hold it at arm's length. Can a stranger read and understand it in 3 seconds? If not, the headline needs work before anything else does.

Headlines That Kill Response

Avoid these patterns. They generate almost no response because they say nothing useful:

  • "Quality You Can Trust". Every business claims this. It's meaningless.
  • "Serving the Community Since [Year]". This is about you, not the reader.
  • "Your Premier [Service] Provider", "premier" is an empty word.
  • "Experience the Difference". The difference from what? This says nothing.
  • Your company name as the headline. Unless you're a household brand, your name means nothing to first-time recipients.

Part 2: The Body Copy

Most EDDM postcards don't need much body copy. Postcards are not brochures. Your body copy should add detail to the headline, not repeat it. And it should be scannable in under 10 seconds.

What to Include in Body Copy

  • The specifics of the offer: What exactly does the customer get? What does it cost? What's included?
  • One qualifying detail: "Valid for new customers only" or "Available for residential properties in Somerset County." This pre-qualifies respondents.
  • A trust signal: A single sentence: years in business, a license number, a certification, or a brief testimonial fragment. One sentence, not a paragraph.
  • The CTA again: Your call to action should appear in the body and prominently at the end.

Body Copy Length

Front of the postcard: 20–40 words maximum. Your headline, offer, and CTA. That's it. No paragraph of company history. No list of every service you offer.

Back of the postcard: 60–100 words. Room for a brief service description, the offer details, a trust signal, and contact information. Still scannable, not a wall of text.

Write your first draft, then cut 30% of the words. Then cut 20% more. Postcards reward brevity in a way that longer formats don't.

Part 3: Writing the Offer

The offer is the promise you're making. It should be specific enough that the recipient can evaluate it without calling you first. Vague offers, "free estimate," "special discount," "call for pricing", require more effort from the reader and generate fewer responses.

What Makes a Strong Offer

  • A specific value: "$79 flat" beats "discounted." "Free" beats "reduced cost."
  • A clear deliverable: What exactly do they get? "Free estimate" is better than "contact us." "Exam, X-rays, and cleaning" is better than "comprehensive care."
  • An expiration (optional but effective): "Valid through August 31." Not fake urgency. A real campaign window. Helps recipients remember to act before it expires.
  • Low barrier to entry: The easier it is to accept the offer, the more people will. A free consultation requires less commitment than a paid first appointment.

Offer Templates by Business Type

  • Home services: "[Service] for $[price]. Includes [what's covered]. Licensed & insured. Call [number]."
  • Healthcare/dental: "New Patient Special: [Exam + procedure] for $[price]. Most insurance accepted. [Phone]."
  • Restaurant: "Grand Opening: [discount]% off your first visit. [Address]. Open [days/hours]."
  • Real estate: "Your [neighborhood] home market report. Free, no obligation. Call [number] or visit [url]."
  • Retail: "[Item/category] on sale this weekend: [discount]. [Address and hours]."

Part 4: The Call to Action

A CTA is a direction, not a suggestion. "Contact us for more information" is a suggestion. "Call 908-232-7770 for a free estimate" is a direction. Be specific, be imperative, be easy.

CTA Copy Formulas

  • "Call [number] to schedule your free [service/consultation]."
  • "Visit [short URL] to see your neighborhood's [report/offer/results]."
  • "Scan the QR code to [get your free quote / see the menu / book online]."
  • "Call before [date] to lock in this price: [number]."

CTA Mistakes

  • "Call or email or visit our website or come in". Too many options
  • "Contact us today". Vague. Today what? How?
  • "Learn more". Learn more what? Be specific about what happens when they respond
  • No CTA at all. Some postcards display services but never tell the reader what to do next

Part 5: The Back of the Card

The back of your postcard is where readers go after your headline earns a second look. It needs to:

  1. Confirm the offer from the front
  2. Add the supporting detail they need to feel confident calling
  3. Make it easy to act

A Strong Back-of-Card Structure

  1. Subheadline: Restates the core benefit in slightly different words
  2. Offer detail: The specifics: what's included, what's excluded, how to claim it
  3. 3–4 bullet points: Your key differentiators or service details. Keep them outcome-focused.
  4. Trust signal: One testimonial quote, a badge ("Licensed by NJ DOBI"), or a specific credential
  5. Contact information: Phone, website, address, and optionally hours. In that order. Most people call before they visit.
  6. CTA: One final "Call [number]" in large, clear type

Frequently Asked Questions

Should I write my own EDDM copy or hire a copywriter?

You know your customers better than any copywriter does. The best postcard copy usually comes from the business owner who can say "my customers always tell me..." Start with that insight. Use the formulas above to structure it. If you get stuck, our team at L&B Printing reviews copy as part of every design review. We'll tell you if something isn't working and why.

How long should my postcard headline be?

Aim for 6–12 words. Short enough to read instantly, long enough to communicate a complete thought. "AC Tune-Up, $79, Ready in 24 Hours" is 9 words and says everything. "Experience the Difference With Our Award-Winning Team of Professionals" is 11 words and says nothing.

Can I use humor or be clever with my copy?

Sparingly, and only if it doesn't compete with clarity. A clever headline that requires 5 seconds to decode loses to a clear headline that communicates in 2. Test clever lines on 5 people who don't know your business. If more than one of them needs it explained, rewrite it.

Copy Is the Foundation Your Design Sits On

The best postcard design in the world can't rescue weak copy. But strong copy, a clear headline, a specific offer, one clean CTA, will generate response even with a simple, modest design. Get the words right first, then design around them.

When you order through L&B Printing, our free expert design review includes a copy check. We'll flag generic headlines, buried CTAs, and anything that's likely to reduce your response rate before your campaign goes to press. Start your EDDM campaign or call 908.232.7770 to talk through your copy before you design.